The use of social media and networking sites, along with independent travel reviews, are becoming ever more important for tourists and travellers accessing information in aiding the decisions of where to go, what do to and where to stay. The use of online marketing is of the utmost importance in meeting the modern consumer where they are searching ... the internet. However, there are several problems in this. Firstly, content provided by businesses and organisations on social networking sites is still considered by many as marketing rhetoric provided by the business in question. This is why many tourists turn to independent review sites that utilise the feedback of actual tourists and customers. Secondly, many small to medium businesses are finding it hard to dedicate the time necessary to engage with current and potential customers online, while providing the continuous content required to achieve high visibility in search engine results.


EMARKETING- The Essential Guide to Online Marketing 2nd Edition